This paper discusses opportunities to promote pollution prevention technologies through public policy, describing the case of dry cleaning. The crisis in dry cleaning is associated with the industry's reliance on perchloroethylene (PCE), the chemical cleaning solvent used by the vast majority of cleaners. The limits to the current pollution control or end-of-pipe system of laws and regulations and the search for nontoxic alternatives are analyzed in light of the environmental and occupational hazards associated with PCE use. Criteria to evaluate those alternatives are then described, including their application to professional wet cleaning, a commercially available pollution prevention alternative to PCE. The article concludes with an evaluation of several public policy instruments that could be used to promote the diffusion of professional wet cleaning as a potential solution to this regulatory crisis. These include environmental and occupational regulations designed to reduce or eliminate risk from exposure to toxic substances as well as incentive-based programs. Both barriers and opportunities for the use of each instrument are identified. This review reveals that, while the pollution control approach to public policy has deepened the regulatory crisis in the garment care industry, policy instruments are currently available to create an effective transition toward a pollution prevention outcome.